Paid ads guides
10 articles
Guides on Google Ads, Meta Ads and LinkedIn Ads: budgets, targeting, creative testing and the tracking that tells you what is actually working. The focus throughout is lead quality and acquisition cost, not clicks. If you would rather have campaigns planned and managed for you, my performance marketing consulting covers Google and Meta from account structure to reporting. About my performance marketing consulting service.
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Meta Ads lead generation campaign strategy: A lead-quality manual
Build a Meta Ads lead generation campaign strategy around qualified enquiries, reliable tracking, clear sales handoffs and commercially useful reporting.
E-commerce retargeting ad strategy: A customer-journey playbook
Build an e-commerce retargeting plan around customer intent, useful creative, consent-aware tracking and margin — not endless reminders or discounts.
B2B lead generation with LinkedIn Ads: A Buying-Committee Plan
Build a LinkedIn Ads campaign around buying committees, with practical audience plans, role-specific offers, CRM handoffs and pipeline measurement.
How to lower Facebook Ads CPM Without Buying Worse Traffic
Learn how to lower Facebook Ads CPM by investigating cost changes, testing creative and delivery choices, and protecting qualified leads and revenue.
Meta Ads audience targeting guide: Compare Your Options
Compare broad, interest-led, lookalike and warm audiences for Meta Ads, with practical testing steps, privacy safeguards and business decision criteria.
B2B Google Ads Lead Generation Strategy: Build for Pipeline
Build a B2B Google Ads lead generation strategy around qualified opportunities, sales feedback, acquisition economics, and clear budget decisions.
Google Search Ads Headline Copy Formulas: A Practical Workbook
Use Google Search Ads headline copy formulas to turn search intent into clear, credible ads, with writing exercises, examples and a practical test plan.
Google Ads Performance Max campaign setup: A Practical Workshop
Build a Performance Max campaign with clear conversion goals, coherent asset groups, sensible budget controls, and a practical launch review process.
How to fix low quality score in Google Ads: Myths vs Facts
Diagnose low Google Ads Quality Score, fix weak ad relevance and landing pages, and measure business impact without chasing a misleading target.
How to lower cost per lead in Google Ads
Learn how to lower Google Ads cost per lead by diagnosing click costs, conversion rates, lead quality and budget allocation against real margins.
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